Get a friend of yours to download, using Facebook, the ten most popular books at every college (manually -- as not to violate Facebook's ToS). These ten books are indicative of the overall intellectual milieu of that college. Download the average SAT/ACT score for students attending every college. Presto! We have a correlation between books and dumbitude (smartitude too)!
Books <=> Colleges <=> Average SAT Scores
Plot the average SAT of each book, discarding books with too few samples to have a reliable average. Post the results on your website, pondering what the Internet will think of it.